Megatrends

The most influential Megatrends set to shape the world through 2030, identified by Euromonitor International, help businesses better anticipate market developments and lead change for their industries.

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Executive Summary

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PROSPECTS

Free from gluten consumer base expands

In 2017 free from gluten products were the focus of consumer interest and promotion by manufacturers and retailers. Product and media exposure contributed to above-average current retail value growth for free from gluten products across packaged food.

Meat consumption reducing

As part of the health trend and the desire to adopt healthier eating habits, consumers became more interested in meat replacement products. The number of people adopting vegetarian and vegan diets is known to be rapidly increasing in the Netherlands, reflected in wider availability of products and choices including meat replacement products and substitutes rich in protein such as quinoa seeds.

Milk substitutes to trigger consumer interest

Increased availability of dairy alternatives encouraged more people to choose such products, with distribution through supermarkets and discounters likely to generate more interest.

COMPETITIVE LANDSCAPE

Private label drives interest in gluten-free products

The rapid expansion of the range of free from gluten products was attributed to private label. Albert Heijn supermarkets invested in new free from gluten variants across different products in packaged food including baked goods, breakfast cereals and biscuits.

Dr Schär increases presence in supermarkets

Dr Schär profited from the rapid growth in popularity of free from gluten packaged food due to being the largest brand with a long-established presence. Dr Schär has always been the reference brand for free from gluten formulas, available with bread, cakes, biscuits, breakfast cereals and pasta, traditionally available in specialist stores such as De Natuurwinkel.

Lactose-free products gain popularity

Arla Foods was one of the fastest-growing companies in dairy products in 2017. The company regularly introduced new extensions and increased sales by addressing the health and wellness trend in packaged food.

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